Hail to the Stream Queens, the Lords of the Likes, the Supreme Providers of Screen Time…

The brief: Create an entirely new brand platform for Vodafone that let customers know they were in control of their contracts and service. And do it at the height of Covid lockdowns when everyone was losing their minds and still figuring out how Microsoft Teams worked.

The answer: You Rule, a platform that made Vodafone bow down before their customers, offering up their network to them as a villager would give their favorite goat to a medieval monarch. It seemed like the right combination of smart and silly, and when the sales numbers came in a couple months after the launch, it proved to be incredibly effective too. We launched with a 30” TV spot, a full spectrum of social content (TikTok/Insta/FB), national OOH, radio, in-store, and even internal comms for employees, a small sampling of which is below.

Not shown: an agency favorite character named ‘Sir Selfie of Gramalot,’ who held court from his porcelain throne, was 86’ed by the client. Sigh.

TikTok video examples…

Out of home…